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In this 56-page ebook, Oli Gardner shows you how to apply the Conversion-Centered Design principles to build high-converting marketing campaigns.

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Conversion-Centered Design

Principle #7 - Continuance

After the conversion has taken place, your work’s not done. As a optimizer you should think of what a possible next step could be, and design an experience to ask your new lead/customer to take that action.

There’s a fine line between being pushy and actually offering someone exactly what they would like to get/have/experience/buy next. It’s an art, and if you’re like me, it’s based on the learnings from multiple levels of experimentation.

Above all though, you must ask for something.

Let’s start with a list of the types of things you can ask people to do on a confirmation page weighted by how much of a commitment is required to perform the Continuance action.

I’ve scored each according to an approximate level of commitment or effort required for your customer to perform the Continuance action. The reason for this is that you don’t want to have too big of a leap between where you are in the customer lifecycle and the next step you’re asking them to perform.

If they just registered for a webinar (3) and you want them to start a trial of your software (7), you might determine that you’re asking for too much too early. Asking if they want to watch a demo might be a 5 — and thus more appropriate.

There’s no science here, it’s just a smart way to look at the types of activities that exist in your marketing funnel and in which order you might want to present them to your leads and customers.

The key is to always be experimenting and measuring the impact of your Continuance actions.

Momentum Loops

While many campaigns have a set start and end date, some campaigns eventually become evergreen. For those campaigns, there are things you can do to keep the momentum going.

For example, a digital event registration page (like Unbounce's Digital Agency Day) will be active for the life of the promotion, receiving email, social and paid traffic. But when the event is over, replacing the registration form with gated access to all the recordings allows you to keep pulling in conversions, so that organic traffic becomes a source of leads now that it's in its evergreen state.

Because your promotional efforts are over, this is when you might want to consider a social share as the primary Continuance action, so that you can maintain a decent flow of traffic coming back to the landing page.

What’s next?

The next steps are simple.

Walk through your current campaigns and reflect honestly on what kind of experience you’re creating for prospects. Are you paving a clear path to conversion? Or are you sending prospects through a labyrinth of distractions reminiscent of an IKEA showroom?

If you’re overwhelmed about where to start, have a look at where you’re sending your campaign traffic. While Conversion-Centered Design principles are effective for designing effective marketing campaigns start to finish, they also make for high-converting landing pages.

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